Advertising and Promotion Research Chapter 7. Ch 7: Research 2 Key Issues in Advertising and...
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Transcript of Advertising and Promotion Research Chapter 7. Ch 7: Research 2 Key Issues in Advertising and...
Advertising and Promotion Research
Chapter 7
Ch 7: Research 2
Key Issues in Advertising and Promotion Research
1. Reliability: The research method produces consistent findings over time.
2. Validity: The information generated is relevant to the research questions being investigated.
3. Trustworthiness: Usually applied to qualitative data; does the data seem to make sense?
4. Meaningfulness: An assessment of limitations of the data.
Ch 7: Research 3
Developmental Ad Research
• Conducted early in the process
• Purposes:– Idea Generation– Concept Testing– Audience Definition– Audience Profiling
Ch 7: Research 4
Developmental Advertising Research Methods
Focus Groups• Brainstorming session with 6 to 12
customers• May involve projective techniques
– Allow consumers to project thoughts and feelings onto neutral stimuli
• May also use association tests– Ask consumers to express thoughts or feelings
after hearing a brand or seeing a logo
Ch 7: Research 5
Developmental Advertising Research Methods
Other methods include• Projective Techniques• Association Tests• Sentence and Picture Completion• Dialogue Balloons• Story Construction• Zaltman Metaphor Elicitation Technique
(ZMET)
Ch 7: Research 6
Developmental Advertising Research Methods (con’t)
Moremethods include• Field Work
– Learn from the experiences of the consumer through direct observation
– “Cool Hunts”
• On the prowl for what is cool
Ch 7: Research 7
Developmental Advertising Research Methods (con’t)
• Internal company sources
• Government sources
• Commercial sources
• Professional publications
Ch 7: Research 8
Copy Research
• Research on the actual ads
• Used to judge the ads against a standard
• Sometimes a source of agency conflict
Ch 7: Research 9
Evaluative Criteria• “Getting It.”
– Do consumers understand the ad?
• Knowledge– Tests of recall and recognition
• Attitude change– Determine where a brand stands
• Feelings and emotions• Physiological changes
– Changes in eye movements or respiration
• Behavior– Will people buy the product?
What sort of “feelings and emotions” do you think research would uncover for this ad?
What sort of “feelings and emotions” do you think research would uncover for this ad?
Ch 7: Research 11
Copy Research Methods
• Communication Tests – Are consumers getting the message?
• Resonance Tests– To what extent does the ad ring true?
• Thought Listings– Determine the thoughts that occur during exposure
• Recall Tests– How much does the viewer remember from the
message?
Ch 7: Research 12
Copy Research Methods (con’t)
• Recognition Tests– Do people remember seeing an ad or sponsor?
• Attitude Change Studies– Measure attitudes before and after exposure
• Physiological Tests– Eye tracking, psychogalvanometer, voice response
analysis
• Pilot Testing– Testing multiple versions of an ad
What sort of problems would these two ads create in the in the advertising research process?
What sort of problems would these two ads create in the in the advertising research process?
Ch 7: Research 14
Copy Research Methods (con’t)
• Tracking studies– Assess performance of ads during or after a campaign launch
• Direct Response– Track consumer inquiries or direct responses
• Single Source Data– Use UPC product codes to track behavior from the TV to the
checkout counter
• Frame-by-Frame Tests– Ask consumers to register feelings while viewing commercials
Ch 7: Research 15
Account Planning versus Advertising Research
Planning differs from traditional research in 3 ways:
Account Planner Ad Researcher
An account planner works with an account executive
Research handled by the ad research department
Researchers put in more prominent role
Researchers involved when needed
Emphasize qualitative and naturalistic research
Emphasize quantitative research
Ch 7: Research 16
Another thought on message testing
• No single method is perfect
• Researchers are employing more naturalistic methods to understand how people use media
Ch 7: Research 17
What we need
• Ad research could do with some changes
• West coast agencies and British agencies have embraced qualitative methods
• Ads are now often viewed as complex social texts rather than equivalent of high school debates
Audience definition is an important part of the advertising/promotion research process. Any ideas on the audience for this ad?
Audience definition is an important part of the advertising/promotion research process. Any ideas on the audience for this ad?